Embed Size (px)
Citation preview
1Big, Real Time and Connected | MWG | © GfK 2012earbeiten
BIG, REAL TIME AND CONNECTED
Nick Northglobal lead of media & entertainment
November 2012
2Big, Real Time and Connected | MWG | © GfK 2012earbeiten
GfK Delivers Knowledge for Decision-Making
Companies need to make decisions.Knowledge is the basis for decision-making.
3Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Agenda – the impact of big data everywhere
4Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Sharing our lives through multi-dimensional media usage
A dyschronic world of near infinite choice, transportability, real-time targeting, convergence and simultaneous use
When the number of possible outcomes is greater than the number of possible observations, meaningful conclusions become more difficult
5Big, Real Time and Connected | MWG | © GfK 2012earbeiten
TV Return Path Data
Site traffic. Social media.
Mobile server data
Reference data (loyalty,
geographic, customer data,
advertising logs, etc.)
Opt-in
Cookie panel
Permissions
Data integrati
on
TV Meter Panel
Online Panel
Mobile Meter Panel
Measuring content across platforms
New tools to measure the heterogeneity of the digital audience and cross-platform cross-media consumption
In real time.
6Big, Real Time and Connected | MWG | © GfK 2012earbeiten
• Quality of service• Real time service
management
Engineering
• Quality of experience• Retention optimisation• Cross/up-sell targeting• Real time ad targeting• Content discovery
Marketing• Deep and longtail
audience tracking• Ad viewer validation• Carriage deals• VOD / entertainment
sales tracking• Selling “zeros”
Commercial
Benefits of real time TV intelligence
Operators Advertisers
7Big, Real Time and Connected | MWG | © GfK 2012earbeiten
If you’re making decisions purelybased on social media analysis…
… don’t.0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
Series1
facebook fans
Au
die
nce
Siz
e
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
Series1
Au
die
nce
Siz
e
Tweets
Social intelligence? Available ≠ Valuable
8Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Geo Intelligence – everything happens somewhere
Most data has a spatial component, most of our devices are geo-connected
Spatial context is key to analyze behaviour and intention
The ‚where‘ is needed to analyse the ‚what‘ and understand the ‚why‘
Location, movement and taxonomy influence predictive analytical performance
Meet for a drink
Meeting
Gym
Lunch
work
home
too far
Buy flow
ers
9Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Our connected devices have become .... camera
music player
map & guide
address book
calendar
photo album
scrap book
best buy advisor
sports companionalarm clock
friend finder
eReader
calculator
watch
... our exobrains.
10Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Our connected devices now....
Reduce our attention span
Limit our focus
Create shallow hyperconnectivity
Store our memories
Guide our choices
Maintain our friendships
(Start to) address our needs
Through great effort on our part
Project our digital selves
11Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Machine Enhanced ChoicesHow our exobrains will shape our future behaviour
process output
statistical analysis
behavioural tracking
Feelings
Past actions
MemoriesInformation
Future behaviour
input
predictionintentions
Trust in the machine Faith Proof
12Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Barriers to the Singularity
Fear All 16-34 55+
I am worried about my privacy 48.2 109 98
It risks theft of my identity or cyberfraud 27.8 85 115
I don't want people to send me things that might offend me 13.7 72 136
I'm not sure whether people will like what I share 8.6 158 66
Rejection
It's not an important part of my life 40.2 80 119
I've got better things to do with my time 33.9 74 121
Increases unwanted junk mail and spam messages 26.1 77 129
If I have something important to say, I'll say it in person 24.2 69 131
My views are personal and I am not interested in sharing them 23.7 75 132
Sharing online is too impersonal 13 97 108
Which, if any, of the following best describe your reasons for choosing not to share things online or engage in online activities on social networks or other websites? (UK, October, 2012)
13Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Challenges for brands
• Build trust
• Help us choose the things that we will value
• Deliver real consumer benefit and sufficient consumer control
• Smart analytical tools
• Intelligent targeting
14Big, Real Time and Connected | MWG | © GfK 2012earbeiten
Why do people give me socks for Christmas?
• Garbage In, Garbage Out
• While our digital intelligence is still in its infancy, we will still need to ask the right questions to make better decisions
